This paper details research by Oriflame, a cosmetics brand, to understand the needs and aspirations of women in India. View Summary

This paper details research by Oriflame, a cosmetics brand, to understand the needs and aspirations of women in India. The brand had a strong quality positioning in the country, with its market segmented by life-stage and price positioning but wanted to take a fresh approach. A dramaturgical framework (studying social interaction in terms of theatre performance) was developed in order to understand the roles women play in different contexts and how they want to portray themselves. Participants were asked to create scripts, detailing a situation including their role, motivations, who they wanted to impress and how they prepared. It was found that women have multiple identities and roles that they play in different contexts, with different beauty routines associated with each. This led to a new positioning for Orliflame, based on helping Indian women to achieve in different social contexts.

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Brief encounters: How qualitative research is able to meet the need for efficiency paradigm

This paper explains how qualitative research is able to meet the need for an efficiency paradigm without losing its identity, by focussing on qualitative core techniques. View Summary

This paper explains how qualitative research is able to meet the need for an efficiency paradigm without losing its identity, by focussing on qualitative core techniques. "Faster, cheaper, smarter" are the requirements of current market research, and are rooted in client demands as well as respondent capacities. Brief Encounters is a hybrid approach which challenges researcher's methodological and analytical skills as well as client handling, and strengthens the position of researchers. Examples of this research method in practice are described.

Many physiological functions, such as the digestive function, are broad, complex scientific topics. Therefore, to build relevant, accessible claims about functional foods that relate to these functions, marketers need to understand what consumers know about them, in terms of the associated symptoms, diseases and health benefits. View Summary

Many physiological functions, such as the digestive function, are broad, complex scientific topics. Therefore, to build relevant, accessible claims about functional foods that relate to these functions, marketers need to understand what consumers know about them, in terms of the associated symptoms, diseases and health benefits. Such knowledge cannot be captured effectively through direct questioning; it requires implicit testing that can limit biases and reveal unconscious knowledge. For this study, 240 consumers were invited to participate in an implicit lexical decision task via an online platform, and their responses reveal that the concept of ‘immunity’ is associated in mothers’ minds with three symptoms related to their personal experiences with their children. By measuring associations that emerge without pre-existing rational processes, this implicit measure offers a more precise picture of the semantic network for immunity, which consumers could not express explicitly in response to direct questioning. Thus the recommended protocol is not only new to market research but also adds substantial value to the tests that currently serve to dig into consumers’ minds.

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Inspiring the senses: How innovation in the sensory business can benefit from a new angle on research and how future qualitative research can learn from sensory!

This paper critically discusses the status quo of consumer research in the sensory industry. Based on a case study in the oral care category, the authors advocate a rethinking of current research para... View Summary

This paper critically discusses the status quo of consumer research in the sensory industry. Based on a case study in the oral care category, the authors advocate a rethinking of current research paradigms in the industry and suggest an interdisciplinary and multi-perspective angle on 'researching the senses', that ensures sensory factors are included in future projects.

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Case study: pre-testing mould-breaking ads

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Sue Burden, Admap, July/August 2007, Issue 485, pp. 48-49

Sue Burden, head of Brand and Communications Research at TNS UK, describes how pre-testing can be used with ads that are trying to be totally original and unexpected. View Summary

Sue Burden, head of Brand and Communications Research at TNS UK, describes how pre-testing can be used with ads that are trying to be totally original and unexpected. Using the Sony Bravia TV 'Paint' ad, she shows how qualitative projective questions can be used within a quantitative pre-test study, to assess the emotional communication of the commercial.

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Application of projective techniques in an e-business research context: a response to ‘Projective techniques in market research - valueless subjectivity or insightful reality?’

This paper is a response to Boddy's (2005) paper, published in the International Journal of Market Research, 47, 3, which called for more evidence on projective techniques applied to a research problem. View Summary

This paper is a response to Boddy's (2005) paper, published in the International Journal of Market Research, 47, 3, which called for more evidence on projective techniques applied to a research problem. Specifically this paper will present research-based analysis and understanding of an investigation of ownermanagers' perceptions of government support for e-business developments within knowledge-intensive business services in Ireland and New Zealand. It introduces the reader to the quasi-quantitative mapping technique (content analysis and a modified matrix) as a means of analysing data to help overcome issues of measurement and interpretability of the qualitative information gleaned from projective instruments. It also discusses the value derived from the methodology. The paper concludes that projective techniques are reliable, valid, trustworthy, significant and appropriate research instruments that have provided insightful reality, not valueless subjectivity relative to the research problem.

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Talking to the heart and the head

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Trevor Richards, Admap, March 2006, Issue 470, pp. 47-50

Trevor Richards, global director of brand and advertising research at TNS, makes a further contribution to the advertising accountability debate, and the search for a holistic system to measure and leverage brand equity. View Summary

Trevor Richards, global director of brand and advertising research at TNS, makes a further contribution to the advertising accountability debate, and the search for a holistic system to measure and leverage brand equity. He introduces the concept of 'brand ambition' to brand strategy, and then outlines a new framework for brand tracking. This is based on two strands - market equity and customer equity. Richards then explains the work that is being done to determine and evaluate the components of customer equity.

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Alice through the looking glass: the Qualitative researcher grows up

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Luigi Toiati, ESOMAR, Qualitative Research, Barcelona, November 2005

he author of this paper utilizes the Tao Collage decoding system, which applies Taoist conceptual thinking to a semiotic framework, to provide a glimpse of how qualitative researchers viewed the futur... View Summary

he author of this paper utilizes the Tao Collage decoding system, which applies Taoist conceptual thinking to a semiotic framework, to provide a glimpse of how qualitative researchers viewed the future.

This paper addresses the question of whether it is possible to know what consumers really think and proposes a methodology to understand the unconscious reasons that operate in the election of products and brands in the financial industry. View Summary

This paper addresses the question of whether it is possible to know what consumers really think and proposes a methodology to understand the unconscious reasons that operate in the election of products and brands in the financial industry. The results obtained are actionable since they permit linking generally unconscious psychological benefits with palpable functional attributes and measurable brand image attributes. Due to the latter, it is possible to define solid communication and positioning strategies, rooted in the deep motivations of the consumer.

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Projective techniques in market research: valueless subjectivity or insightful reality? A look at the evidence for the usefulness, reliability and validity of projective techniques in market research.

Projective techniques are often used in market research to help uncover findings in areas where those researched are thought to be reluctant or unable to expose their thoughts and feelings via more straightforward questioning techniques. View Summary

Projective techniques are often used in market research to help uncover findings in areas where those researched are thought to be reluctant or unable to expose their thoughts and feelings via more straightforward questioning techniques. However, how the findings from projective techniques are analysed and how valid and reliable they are is hardly touched on at all in the market research literature. This paper aims to open this subject up for further discussion and recommends further research into the reliability and validity of projective techniques.

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If this child were a car, what sort of car would it be? The global child: Using appropriate projective techniques to view the world through their eyes

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Barbie Clarke, ESOMAR, Qualitative Research, Cannes, November 2004

Many clients around the world are trying to understand what appeals to a young audience, raising many challenges. View Summary

Many clients around the world are trying to understand what appeals to a young audience, raising many challenges. Children differ vastly between age and gender, with clear global social and cultural differences. How can research be carried out on a global basis with such a diverse audience? This paper argues that qualitative research is far better suited to research with children and young people than quantitative research. Children may not have the capacity to fully understand pre-determined questions. They may dislike, or not be good at, reading; find it hard to think coherently; are easily distracted; and opinions are not yet fully formed. This means commonly used quantitative methods may be less effective with such a audience. Too often a methodology more suited to adults is imposed on children's research. It is possible, however, to look at their attitude, need states, and drivers through the use of projective techniques, but not necessarily the projective techniques more commonly associated with adults. A study assessing global differences and similarities, using specialized projective techniques for young people, can be invaluable to clients seeking a world picture of their brand or service.

The author of this paper has applied the five movements of Tao to arrive at a “different” knowledge of the world of collages, by constructing an interpretative grid and observing how collages could turn into a real process of reasoning, and not remain a mere “still life”. View Summary

The author of this paper has applied the five movements of Tao to arrive at a “different” knowledge of the world of collages, by constructing an interpretative grid and observing how collages could turn into a real process of reasoning, and not remain a mere “still life”. This paper provides insight into this new methodology.

This paper applies the Way of Taoism to collages and colours as a means of explaining them, not as fixed entities but within the movement that stems from their interrelationship. View Summary

This paper applies the Way of Taoism to collages and colours as a means of explaining them, not as fixed entities but within the movement that stems from their interrelationship. A profile of a person/colour/consumer can be produced and used as a feasible means of 'targeting' the message to the consumer.

This paper outlines how qualitative research, using projective techniques, has been used to overcome cultural barriers of discussing the taboo subject of female hygiene. View Summary

This paper outlines how qualitative research, using projective techniques, has been used to overcome cultural barriers of discussing the taboo subject of female hygiene. The technique delivered a deep understanding into means of breaking ingrained habits.

This paper argues that semiotic and cultural analysis is the best and quickest way to first assess what is going on in any marketplace, before embarking on any other kind of developmental consumer research. View Summary

This paper argues that semiotic and cultural analysis is the best and quickest way to first assess what is going on in any marketplace, before embarking on any other kind of developmental consumer research. It shows why this form of investigation is so powerful in providing the groundwork for any form of marketing development and describes the analysis process itself. From this the author outlines the integration of findings into a three-stage programme covering creative and concept development - and the final evaluation stage of conventional qualitative consumer research.

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Contemporising Brand Equity. Relaunching the Helena Rubinstein Brand in the United States

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Patricia Sabena, ESOMAR, Qualitative Research, Athens, November 1999

The long-lived Helena Rubinstein brand of cosmetics was discontinued in the United States in 1988, but retained and expanded in Europe and Japan. View Summary

The long-lived Helena Rubinstein brand of cosmetics was discontinued in the United States in 1988, but retained and expanded in Europe and Japan. This paper provides details of the brand's history, market barriers in the United States, research objectives, projective techniques, research findings and strategic outcomes of qualitative research which helped contemporise and relaunch the Helena Rubinstein brand in the United States in May 1999.

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A visual way to explore brand imagery

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Rory P Morgan, Admap, October 1999

BrandSight Gallery is a collection of visual images validated for international research. This article describes its development and use. View Summary

BrandSight Gallery is a collection of visual images validated for international research. This article describes its development and use. Analysis of the components of brand image and a way that consumers see brands (the product 'surround'), dealing with visual ambiguity and the importance of context are debated. Researchers must choose images appropriate for their purposes. The use of systematically validated image batteries makes a valuable addition to the current portfolio of research tools.

This paper discusses the use of qualitative projective techniques in anticipating the Millennium. It argues that the Millennium will have an immense impact on people's behaviour and attitudes and therefore on brands. View Summary

This paper discusses the use of qualitative projective techniques in anticipating the Millennium. It argues that the Millennium will have an immense impact on people's behaviour and attitudes and therefore on brands. Characteristics expected of a Millennium brand are identified and four basic attitudinal sectors driving ten behavioural trends derived. The trends are described in detail - each has implications for product development, brand positioning and corporate planning.

This paper proposes the use of oppositional collages (world pairs) to help clarify respondents' meanings in focus groups. View Summary

This paper proposes the use of oppositional collages (world pairs) to help clarify respondents' meanings in focus groups. The collages are informed by the semiotic principle of 'not-ness'; which argues that we can only know of anything by what it is not. The paper also identifies the thirty-six universal world pairs: binary oppositions that underpin most cultures.